Use cases

Should you advertise not-available products?

Used tools

You probably already know that users do not always land on a webpage
for a product that is in stock. But, do you know how many Google Adwords
clicks you pay for that lead visitors to a product that is not available?
And how much money gets wasted because of it?

Benefits

Improve the quality and ROI of ad campaignsby increasing the number of transitions to product pages that are available for purchase.

Data to be analyzed:

The distribution of landing pages by product availability status, depending on the traffic source.

The bounce rate and conversion rate on web pages for products that are not in stock.

The report helps you determine:

What is the percentage of visitors that you pay for who land on pages for products that are out of stock?

How much higher is the bounce for these visitors?

How many of these visitors click through to the next page of the site and what makes them do so?

What percentage of your Google Adwords traffic,or any other ad campaign traffic, is sent to web pages for products that can not be purchased?

Does this rate vary over time?

Does it depend on how often you upload new listings for contextual advertising?

What share of users who land on an out of stock product, bought a product from the «Similar products» or «Related products» block?

How does the revenue per order depend on a product availability?

When a visitor lands on web page for a product that is out of stock, what is the most efficient way to divert the visitors attention to a different product based on product category?

Would your site benefit from adding a new «limited» product status when stock is running low?

Which status has the highest conversion rate?

If a product is out of stock, what is the best page layout design to encourage the user to perform a target action?

Results are used by:

Marketing specialists, so they always have the most relevant listings for advertising campaigns.

Usability experts to improve web pages for products that can not be purchased at the time.

Professional team

Main goal was to build an analytical system which would be able to automate collection and calculation of key performance indicators. We achieved the following results: — automatic calculation of ROI for paid advertising campaigns on different levels — calculation and analysis of additional KPIs through GA API — possibility to create non-standard reports and flexibility in setting up data collection from the website with GTM So, we obtained more opportunities for business process management